The fashion-retailing foreign invasion continues in Australia, with British chain Topshop the latest to branch out into the Sydney market.
Security was still tight at 9.30am on Thursday, with black-clad bodyguards controlling the queue that still stretched around the corner of the old Gowings building into George Street in the CBD.
Media outlets reported faithful fashionistas had begun their vigil the day before, with a small crowd gathered in the early hours.
Carly from Hunters Hill was on her way to university when she saw the shop had opened and decided to join the queue.
"I've always been interested in the brand but never actually purchased," she said.
Carly was keen to try on the clothes she'd been looking at online for so long.
"I was too tentative, wasn't sure if the sizes were correct so I was really excited to know that Topshop was opening here."
"I think they're just more ahead on trends than we are in Australia," she said.
"It's actually really affordable compared to other brands."
Also standing patiently in the queue, Kerry from Engadine came into town with her daughter to look at what was on offer.
"Chloe's being following it on Instagram ... the opening last night and the queue this morning," she said.
Mother and daughter had already checked out the prices.
"Seems reasonable, if you look on the internet ... it's on a par with Zara."
Spanish chain Zara's opening in nearby Pitt St Mall in April 2011 also prompted queues, with its similar promises of on-trend fashion delivered quickly and at a reasonable price.
The chairman of Topshop Australia, Hilton Seskin, says the response has been gratifying, although it's yet to be determined if the interest has been translated into dollars.
"The most important thing at the moment is getting people through the registers, getting them through the lines in the fitting rooms," he said.
"But I think sales will be doing very well considering we've got continual queues and a store full of people."
Seskin says Topshop brings affordable catwalk styling to customers faster than other retailers.
"With products being flown into the the country two to three times a week and with the stores changing almost on a daily basis, you're never going to come in and everything's the same."